FAKTOR-FAKTOR YANG MEMENGARUHI PURCHASE INTENTION PADA LIVE STREAMING E-COMMERCE TIKTOK STUDI PADA AFILIATOR LOUISSE SCARLETT

DALIANA KURNIAWAN, . (2026) FAKTOR-FAKTOR YANG MEMENGARUHI PURCHASE INTENTION PADA LIVE STREAMING E-COMMERCE TIKTOK STUDI PADA AFILIATOR LOUISSE SCARLETT. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Seiring dengan pesatnya perkembangan teknologi digital dan pergeseran perilaku konsumen di Indonesia yang dipengaruhi oleh teknologi digital, TikTok muncul sebagai salah satu platform dengan menawarkan fitur TikTok live streaming e-commerce. Hal ini menciptakan peluang besar bagi program Affiliate Marketing TikTok yang melahirkan kreator sukses, salah satunya Louisse Scarlett yang berhasil mencapai omzet Rp45 miliar dalam satu kali siaran langsung. Pencapaian ini tentu dipengaruhi oleh berbagai faktor yang memengaruhi niat membeli konsumen pada live streaming Louisse Scarlett di TikTok. Oleh karena itu, penelitian empiris ini bertujuan untuk mengetahui pengaruh influencer credibility, customer engagement, fear of missing out dan perceived value terhadap purchase intention. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner di Google Form yang disebarkan kepada 260 responden yang menonton live streaming Louisse Scarlett di TikTok dan berdomisili di Jakarta dengan rentang usia 18-28 tahun. Analisis data dilakukan menggunakan perangkat lunak Statistical Package for Social Sciences (SPSS) versi 26 untuk menguji validitas, reliabilitas serta hipotesis penelitian. Hasil penelitian ini diharapkan dapat mengeksplorasi faktor-faktor yang memengaruhi niat membeli konsumen pada live streaming e-commerce Louisse Scarlett di TikTok serta memberikan pemahaman mendalam mengenai perilaku konsumen di era digital. Hasil Penelitian menunjukkan influencer credibility, customer engagement, fear of missing out, dan perceived value secara parsial berpengaruh positif signifikan terhadap purchase intention pada live streaming e-commerce Louisse Scarlett.***** In line with the rapid development of digital technology and the shift in consumer behavior in Indonesia driven by this technology, TikTok has emerged as a prominent platform by offering its TikTok live streaming e-commerce feature. This creates a significant opportunity for the TikTok Affiliate Marketing program, which has produced successful creators, one of whom is Louisse Scarlett, who managed to achieve a revenue of IDR 45 billion in a single live broadcast. This achievement is certainly driven by various factors that affect consumer purchase intention during Louisse Scarlett's live streaming on TikTok. Therefore, this empirical study aims to determine the effect of influencer credibility, customer engagement, fear of missing out, and perceived value on purchase intention. This study employs a quantitative approach with data collection through a Google Form questionnaire distributed to 260 respondents who watched Louisse Scarlett's live streaming on TikTok, are domiciled in Jakarta, and fall within the age range of 18-28 years. Data analysis was conducted using the Statistical Package for Social Sciences (SPSS) version 26 software to test the validity, reliability, and research hypotheses. The results of this study are expected to explore the factors influencing consumer purchase intention in Louisse Scarlett's e-commerce live streaming on TikTok, as well as to provide a profound understanding of consumer behavior in the digital era. The research results indicate that influencer credibility, customer engagement, fear of missing out, and perceived value partially have a significant positive effect on purchase intention in Louisse Scarlett's e-commerce live streaming.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Ryna Parlyna, MBA 2). Nofriska Krissanya, S.E., M.B.A, CHRP
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 36360 not found.
Date Deposited:	13 Aug 2026 06:26
Last Modified:	13 Aug 2026 06:26
URI:	http://repository.unj.ac.id/id/eprint/70797

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